Underwear company: With a brand idea to move to the world

At the 6th Shanghai International Fashion Lingerie Exhibition held on October 18-19, 2011, at the forum "The Emergence of Emerging Asian Brands - The Challenge of New Forces" forum, the organizers invited Guangzhou New View Information Technology Co., Ltd. (International Underwear) (Net) Deputy General Manager Sun Tao, General Manager of Ningbo Kaili'an Garment Co., Ltd. Li Jian, Chief Designer of Shanghai Kangfei Underwear Manufacturing Co., Ltd. Wang Yingfei, General Manager of Hangzhou Hongyang Garment Co., Ltd. Luo Liehong, Shanghai Wo Rui Enterprise Management Consulting Co., Ltd. The company's general manager Gan Dechao participated in the forum discussion and the forum was hosted by Sun Tao. The guests and the audience conducted some discussions on the current development of Chinese underwear brands and when to go abroad.

Gan Dechao first discussed his views on the domestic brand pattern. He believes that there are many names for Chinese underwear products, but there are so few brands, 1/100 can not reach; product popularity, proliferation, brand scarcity, product false saturation; many self-proclaimed brands and did not actually reach the stage of branding. On the one hand, there are many popular products, and individual products are scarce; second, the degree of product market development is not balanced; third, the influence of domestic brands is far from enough. The third aspect is due to the neglect of the brand positioning and channel adaptation, ignoring whether the entire inventory meets the tone of the brand. Therefore, therefore, the development of Chinese brands should pay attention to the needs of the audience. China's brand marketing should enable the team to keep up with the development of the situation, and the marketing and product R&D departments should actively cooperate with each Other.

Sun Tao summarized it as "adaptation, contradiction, perception" and proposed "how can we be a brand that goes to the world at a modest point?" In his expounding, he emphasized the importance of brand management. Li Jian described his understanding of brand management with his own brand experience. His translation of Stitchby Stitch into Chinese means "one needle and one line." Kai Lian's brand building seizes the "one stitch and one line" - the essence of focus, highlighting the brand's small personality, targeting age-specific market segments Large men's underwear as the main product, focusing on mining the physical and psychological needs of middle-aged men and above positioning products, to create and provide comfort and represent the personality of men of this age. Li Jian concluded that "micro-innovation" and "quality" are the core of Kai-lien. Combining the details and highlights of products, concepts, etc., together to promote the effect will increase a lot.

Luo Liehong's terminal has been very successful. He explained the time and timing of brand making using his native Yangmei wine as an example. Originality is also very important. He believes that companies always emphasize customer loyalty to the brand, but many Chinese brands do not have loyalty to customers. Brands remain attractive and they must focus on customer growth. Taking himself as an example, he used to focus on single-brand stores. Later, he discovered that customer needs have changed, and mono-brand sales have lagged behind, so he started to make composite stores. As a channel provider, Hangzhou Hongyang apparel is among the brands and consumers. It will constantly change according to the needs of consumers. Brand owners should also be the same.

Wang Yingfei, who studied abroad in France and learned the influence of foreign fashion, created TiTi-FiFi underwear brand. She put forward her own ideas for the popular development of Chinese underwear brands, the concept first, underwear fashion. Underwear is more and more integrated with fashion, and it is no longer the clothes people wear inside. At the same time, the design is the same, underwear design can find inspiration from many things such as garment manufacturing, music, fine arts and so on. She encouraged Chinese lingerie brands to have more originality.

In the guest audience interaction, foreign merchants expressed strong interest in the Chinese underwear market and planned to enter the Chinese market, reflecting the potential of the Chinese underwear market. This is also a challenge for domestic underwear brands; foreign underwear agents also expressed their opinions on China. Some thoughts and practices of underwear companies that are eager for quick success, such as not having a long-term perspective, only focus on how to make profits quickly. Gan Dechao stated that Chinese underwear companies need some conditions to go abroad, for example, the boss needs to have a real brand concept. The period of Chinese underwear industry, staking their enclosures and extensive styles, is not yet over. It is estimated that it will end gradually in 5-10 years. At present, there are indeed a few companies in China who are thinking about going out, but only when the domestic market is not enough to do, and companies have With a true sense of brand philosophy and mission, more companies will step forward.